This paper is in the following e-collection/theme issue:

Infoveillance and Social Listening (317) Policy and Policy Proposals (152) Alcohol Abuse, Alcoholism Prevention and Recovery (344)

Published on in Vol 6 (2026)

Preprints (earlier versions) of this paper are available at https://preprints.jmir.org/preprint/74221, first published .
Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study

Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study

Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study

Authors of this article:

Yuchen Zhao1 Author Orcid Image ;   Lingyun Zhang1, 2 Author Orcid Image ;   Chenyu Qian1 Author Orcid Image ;   Wenjie Guo1 Author Orcid Image ;   Weiyun Zhu1 Author Orcid Image ;   Pinpin Zheng1 Author Orcid Image
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